Advertisers and partners share information about your activity on other websites and apps with TikTok, including purchases and pages visited, and TikTok uses this along with its own data to target ads to you on TikTok and across the internet through its ad network.
This analysis describes what TikTok's agreement states, permits, or reserves. It does not constitute a legal determination about enforceability. Regulatory applicability and practical outcomes may vary by jurisdiction, enforcement context, and individual circumstances. Read our methodology
This provision describes a data-sharing relationship in which external advertiser partners supply off-platform behavioral data to TikTok for ad targeting, meaning TikTok's information about you extends beyond what you do on TikTok itself.
Interpretive note: The policy's no-sale and no-sharing assertion is qualified by 'where restricted by applicable law,' meaning the scope of opt-out protection available to any specific user depends on their jurisdiction.
Under these terms, TikTok receives hashed email addresses, mobile advertising identifiers, and behavioral data about purchases and browsing from external partners, and uses this data to serve targeted ads both on TikTok and through its ad network on other platforms; users can adjust ad settings within the app to limit some of this use.
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"Advertisers, publishers, and measurement and other partners provide us with information about you and the actions you have taken outside of our websites and apps, including the pages you visit, products or services you purchase, and apps you download. These partners also provide information such as mobile identifiers for advertising, hashed email addresses and phone numbers, and cookie identifiers, which we use to help measure the effectiveness of ads we serve and to better deliver ads to you on our websites and apps, or through TikTok Ad Network elsewhere online, depending on your ads settings.— Excerpt from TikTok's TikTok Privacy Policy
1) REGULATORY LANDSCAPE: This provision engages CCPA and CPRA opt-out rights for cross-context behavioral advertising, as well as similar rights under other state comprehensive privacy laws. The policy's statement that TikTok does not share personal information for cross-context behavioral advertising 'where restricted by applicable law' includes a conditional qualifier suggesting jurisdiction-dependent compliance rather than a universal opt-out. FTC Act standards regarding data broker-style data aggregation apply. The use of hashed email addresses and phone numbers as matching identifiers may engage state laws addressing de-identified or pseudonymous data. 2) GOVERNANCE EXPOSURE: High. The combination of on-platform data with off-platform behavioral data from advertising partners for ad targeting across the TikTok Ad Network is operationally significant and requires that users be provided with an effective opt-out mechanism to satisfy CCPA and CPRA. The policy's conditional framing of the no-sale assertion may not satisfy the universal opt-out requirement under some state laws. 3) JURISDICTION FLAGS: California CPRA's opt-out of sharing for cross-context behavioral advertising is directly implicated. Colorado, Connecticut, Virginia, and other states with comprehensive privacy laws have similar opt-out requirements. The Global Privacy Control signal recognition requirement under CCPA may apply to the TikTok website and in-app browser. 4) CONTRACT AND VENDOR IMPLICATIONS: Advertisers using TikTok Pixel and TikTok Advertiser Tools should assess whether data flows from their own websites to TikTok under these integrations create co-controller or processor obligations under applicable privacy laws, and whether their own privacy policies adequately disclose these flows to their customers. 5) COMPLIANCE CONSIDERATIONS: Compliance teams should audit whether TikTok's opt-out mechanisms for cross-context behavioral advertising satisfy CPRA and analogous state law requirements, including whether the platform honors Global Privacy Control signals, and whether the ad settings described in the policy are sufficiently accessible and effective.
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This provision describes a data-sharing relationship in which external advertiser partners supply off-platform behavioral data to TikTok for ad targeting, meaning TikTok's information about you extends beyond what you do on TikTok itself.
Under these terms, TikTok receives hashed email addresses, mobile advertising identifiers, and behavioral data about purchases and browsing from external partners, and uses this data to serve targeted ads both on TikTok and through its ad network on other platforms; users can adjust ad settings within the app to limit some of this use.
No. ConductAtlas is an independent monitoring service. We are not affiliated with, endorsed by, or sponsored by TikTok.